10 Examples of Tremendous Business Leadership : Managing :: American Express OPEN Forum Posted using ShareThis
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What’s funny in an ad? Humor in advertising is not easily subjected to scientific analysis. But researchers Yih Hwai Lee and Elison Ai Ching Lim reported in the Journal of Advertising (Summer, 2008) that there are, in fact, some aspects of humorous advertising that can be tested. They studied what they termed “incongruity-resolution” (e.g., Geico’s
Straightforward ads outgun metaphorical ads Many people appreciate a good metaphor in an ad, whether it is of the verbal or visual. The problem with metaphors, according to a study in the Journal of Advertising, is that the ads can be left open to many implied meanings that have nothing to do with the actual
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